When undergoing brand strategy development, thinking through a brand’s behaviors and how they will be perceived in the world is crucial. Orangefiery’s brand strategy consultants dive into the brand strategy of iconic brands such as Disney, Derek Jeter, and Starbucks. Get their insights, tips, and walk through do’s and don’ts below.
In the summer of 2015, Disney Chairman and CEO Bob Iger wanted to be candid with the investment community about an issue that had been haunting the company for a while....
The official birth of Orangefiery was 2014, which means we’ve now been in business for five years. Boy, that was quick. A lot has happened, both in business and in life. In thinking about the passage of time, I’ve been...
Last week, the coffee giant Starbucks launched a campaign encouraging its baristas to engage customers in a dialogue about race. Baristas around the country were encouraged to chat about race with their customers and write “Race Together" on each coffee...
The rise of what many call “transmedia storytelling” has been both exciting and disruptive for communications professionals. My former Edelman colleague Steve Rubel speaks and writes usefully and at length about this concept; I’ve lectured on it to college classes...
A couple of weeks ago in Cupertino, a huge brand put everything on the line to try to re-establish its relevance in the face of doubts about its ability to execute. Its actions were beyond innovative — I’d argue they...
Two major brands, Nike’s Jordan brand and Gatorade, have produced tribute ads to Yankees Shortstop Derek Jeter, who retires this week. Which did a better job of expressing Jeter’s brand? Here’s our scorecard. R2SPECT ...
Derek Jeter has done a lot of amazing things on a baseball diamond. He’s amassed more than 3,450 hits, the sixth most of all time. He’s played more games and has more hits at shortstop than anyone, ever. And, he...
After Robin Williams’ death last week, many media outlets produced some fine tributes (and some have done some disgraceful things, too.) If you have not listened to Mark Maron’s podcast with Williams, you should....
Last month, to evaluate Philip Seymour Hoffman's acting career, we created a framework called the Awardscore [1]. Here's a look at where Robin Williams ranks....
Since entering the NBA 11 years ago, LeBron James has been described as the heir to Michael Jordan – big shoes to fill, given that Jordan is widely recognized as the greatest player of all time. And James has fulfilled much...